In this episode of the MadTech Podcast, Grainne Reid, John Still, and Mat Broughton come together for an ExchangeWire team discussion looking at the latest headlines in media, marketing and advertising. 

They discuss WPP's decision to rebrand GroupM to WPP Media, an anticipated slower TV upfronts season amid the uncertain economic climate, and investors backing start-ups helping the creative industries to sell content to AI groups. 

GroupM rebranded to WPP Media, up to 45% of US staff “impacted” (ADWEEK)

Up to 45% of US staff at GroupM will be “impacted” by an organisational restructure at the agency, which will also reportedly see it rebranded to WPP Media. The reorganisation will see the agency’s media investment, Nexus, and campaign reporting divisions brought together under one umbrella, though it is unclear how layoffs or role changes are spread across these segments.

Media buyers anticipate a slower TV upfronts season amid economic uncertainty (Digiday)

Digiday reports that marketers attending the TV upfront presentations in New York this week are likely to drag their feet during negotiations for major media commitments once the market starts to move. Digiday spoke with six media buyers who said they would potentially be spending less this year, and would be taking more time to consider where to put their ad dollars. 

Investors back start-ups aiding copyright deals to AI groups (FT)

Investors are backing a crop of start-ups helping the creative industries sell content to AI groups. Groups such as Pip Labs and Vermillio, are building tools and marketplaces where writers, publishers, music studios and moviemakers can be paid for allowing their content to be used for AI training purposes. Data reveals that these content licensing and data marketplace start-ups have secured USD$215m (£162m) in funding since 2022. 

Content referenced during the discussion: 

Fragmentation in CTV: A Rakuten Advertising x ExchangeWire DeepDive

Can Sports Streaming Knock Out Linear TV?